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Pharrell Williams in Rolling Stone discusses how he has helped shape popular culture from the 1960s counterculture movement to working with the Obama administration. Rolling Stone magazine outlines its large readership and social media following as well as its focus on covering youth culture, music, and politics. The document highlights Rolling Stone's partnerships, events, and marketing capabilities and its efforts to expand its coverage of music genres and stories about influential figures in popular culture.
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- 2. Pharrell Williams in Rolling Stone There’s something happening in the ether, and you know about it or you don’t. And if you know, it’s probably because you’re somewhere engineering the change. “ ”
- 4. Our mission has taken us from Haight-Ashbury to the White House. “ ”
- 6. THE MAGAZINE 12.7 Million Readers SOCIAL MEDIA 8.5 Million+ Followers REACH An Audience of 35 Million THE SITE 14.4 Million Uniques
- 7. Defining the Social Conversation 3.5 Million Bigger than Vanity Fair, GQ, Esquire, Details, Maxim, Complex & Vice… COMBINED INSTAGRAM 477,000 TUMBLR 405,000 FOURSQUARE 303,000 2 Million Bigger than GQ, Esquire, Details & Spin… COMBINED 1.7 Million Bigger than Vanity Fair, GQ, Esquire, Details, Maxim, Complex & Vice… COMBINED REACH
- 8. Youth: Median Age, MRI Spring 2013 Influence: My family/friends often ask for and trust my advice about 15+ topics (Index) PRINT AUDIENCE Young & Influential High Influence Low Influence Old Young ESPN GQ MAXIM SPORTS ILLUSTRATED EW WIRED VANITY FAIR THE NEW YORKER DETAILS THE ATLANTIC
- 9. Partnerships & Extensions TECHNOLOGY EVENTS + TALENT MARKETING
- 10. MARKETING In-house capabilities: Campaign Development, Branded Creative, Video and Photo shoots, Talent Alignment and Contracting Hyundai featuring Perry Farrell & family
- 11. EVENTS
- 12. A New Voice Covering Country Music
- 13. Untold Stories of Pop Culture Innovators
- 14. 35+ Stories A Day 85% Content Unique To Website Responsive Design Enhanced User Experience & Functionality Broader Scope Of Coverage Innovative Advertising Products Increased Original Video Creation 14 Million Monthly Uniques RE-IMAGINED
- 16. CONTENT Maximum Engagement and Social Sharing 2 Million Visitors 4.3 Million Pageviews 305K likes on Facebook 3.9 Million Visitors 6.7 Million Pageviews 256K shares on Facebook 2.7 Million Visitors 14.6 Million Pageviews 6:20 Min/Visitor
- 17. comScore Media Metrix Core Reports; March 2014 INDEX 171 First Among Friends To Own / Buy / Use The Latest On Music INDEX 187 Who Have Bought Tickets To Music Concerts In The Last 6 Months INDEX 205 First Among Friends To Own / Buy / Use The Latest On Politics / Current Events INDEX 179 Frequently Advise Others On Current Events DEMOGRAPHICS Male: 62% Female: 38% Median Age: 34 HHI: $80,442 Education: Any College +78% AUDIENCE
- 18. REACH GROWTH CHART APRIL 2013 8,642,652 UNIQUES APRIL 2014 14,395,191 UNIQUES +67% GROWTH 8.8 Million Uniques DESKTOP MOBILE 56 Million Page Views 5.5 Million Uniques 4:43 MIN./VISIT 1:19 MIN./VISIT Source: Google Analytics 21.2 Million Page Views
Editor's Notes
- Over 50 Years Rolling Stone has been a media brand that defines “What Matter Now”
- READ QUOTE Because change has always been a constant. And from the start Rolling Stone was created to be the arbiter of the change happening throughout our culture. What Pharrell is saying here is that there are two kinds of people, those who understand an embrace the change and those who don’t. Rolling Stone has always been the magazine for those who make change. 60”s = Jerry Garcia 70’s = David Bowie 80’s = Madonna 90’s = Eddie Vedder 2013 = Pharrell
- And the reflection of the cultural force behind all of it is Rolling Stone. Today, yesterday, tomorrow; no matter how the platform shifts, Rolling Stone will represent the optimism, the empowerment, and the belief that youth culture can make the world a more interesting place.
- What was once described as the counter-culture is now just the culture. It’s a shared set of modern values, ideas that were once considered radical or impossible, now seem almost laughably commonplace. It may seem like we’ve moved quickly recently on issues like same sex marriage, but the truth is that the process started long ago, in Haight-Ashbury, and continues on into the future.
- With 34 million points of contact including 12.7 million in print 12.4 million digital: 7.9 million on desktop 4.3 million mobile I can’t tell you which platform is our most important, 5 years ago the answer would have been easily print. Today the answer is all of the above.
- And no magazine media brand creates more social energy than Rolling Stone. When something appears on a Rolling Stone platform, the new Will Ferrell cover, our picks for Top 50 Albums of the year, or photos from one of the summers hottest festivals, it immediately generates the social heat that helps our brand and the brands of our advertising partners resonate.